Hubei Tourism, Philippines Tourism Stakeholders Launch Familiarization Trip to Strengthen China–PH Travel Ties
A new chapter in China–Philippines tourism cooperation is unfolding as Hubei Tourism, in partnership with Philippine travel agency Penvill Travel and Tours Corp., launches a familiarization (FAM) trip aimed box-showcasing the central Chinese province’s cultural and natural attractions to Filipino travelers and content creators.
The initiative, led by Penvill Travel and Tours Corp. president Pen Villanueva, brings together travel industry stakeholders and digital content creators for an immersive journey through Wuhan and the mountainous Shennongjia region in Hubei Province.
Villanueva, a veteran figure in the Philippine travel industry known for her role in expanding Cebu Pacific’s airline connectivity from Singapore and the Philippines in the 1990s and early 2000s, described the project as a “new challenge” in her four-decade career.
“In many ways, this is about building bridges again, this time through tourism and cultural exchange,” Villanueva said. “We hope to replicate the same success we once saw in airline travel growth but now focused on people-to-people connection between China and the Philippines.”
She added that the long-term vision is to increase travel frequency and volume between the two countries through strategic tourism marketing, storytelling, and product development that highlights shared cultural understanding.
Send-off at NAIA Terminal 3
The delegation was formally sent off at Ninoy Aquino International Airport (NAIA) Terminal 3, where they departed aboard China Southern Airlines. Representing the Embassy of the People’s Republic of China in the Philippines was Zhu Bei, Third Secretary for Cultural Services, who underscored the importance of cultural exchange programs in strengthening bilateral relations.
The embassy’s participation highlighted the growing emphasis on tourism as a soft power bridge between the two nations, with Hubei positioned as one of China’s emerging destinations for international travelers.
Discovering Wuhan and Shennongjia
The itinerary, based on a curated travel program featuring Wuhan and Shennongjia, offers participants a contrast between urban modernity and untouched natural landscapes.
In Wuhan, the group explored East Lake Scenic Area, one of the city’s largest urban freshwater lakes and park systems, alongside historical and cultural sites that reflect the city’s evolution as a transportation and economic hub in central China.
From there, the journey moves to Shennongjia, a UNESCO-recognized biosphere reserve known for its dense forests, alpine landscapes, and seasonal snowfall, an increasingly rare experience for many tropical travelers.
The itinerary also includes curated cultural experiences such as local culinary showcases, performances inspired by historical themes like the Three Kingdoms era, and immersive community interactions designed to highlight everyday life in Hubei.
Testimonials from the journey
For Filipino content creators on the trip, the experience offers both personal discovery and professional storytelling opportunities. Video content creator Bob Fabayos described the duality of the destinations:
“Both Wuhan and Shennongjia are beautiful. As a nature person, I enjoyed Shennongjia. Despite the cold, the snow made it extra special,” he said. “Wuhan vibe: chill city, mix of modern and nature. My favorite is the East Lake because of its vast size perfect for a day of chilling with nature.”
Fabayos also highlighted the local cuisine and cultural performance as standout experiences. My favorites were the egg and tomato dish and the spareribs with lotus root. The Banquet of the Three Kingdoms was also really great, the performances while dining were excellent!”
Meanwhile, travel creator Marco Dennis Esplana emphasized how the trip reshaped his perception of China as a travel destination. “Visiting Wuhan and Shennongjia gave me a different perspective on China. It’s clean, modern, and filled with amazing and unique tourist attractions,” he said. “I’m excited to explore more cities and provinces in China.”
For fellow creator Frances Cabatuando, the trip also highlighted the social aspect of group travel organized through established agencies.
“I joined a group tour to Shennongjia China not knowing a single soul, but now I’ve found friends from all over the Philippines, from Pangasinan to Cebu to General Santos City,” she said. “We shared barbecue over bonfire, foggy mornings, and even braved a snowstorm atop the mountains.”
Cabatuando described the experience as an example of “slow, bespoke travel” that fosters deeper connections. “This is the beauty of slow, bespoke travels. Less shallow trips, more soulful retreats. I wish more people would experience this,” she added.
Partnership formalized in Hubei
A key highlight of the familiarization trip is the signing of a memorandum of agreement between Penvill Travel and Tours Corp. and Hubei Tourism officials. The agreement aims to strengthen tourism flows between Hubei and the Philippine market through joint marketing efforts and curated travel programs.
Villanueva explained that the partnership is anchored on the concept of “Zhiyin,” a Chinese term describing deep understanding and emotional connection between people.
“Zhiyin speaks of people who understand and connect with one another, even across borders,” she said. “In many ways, it reflects the enduring relationship between the Philippines and China. Through this partnership, we will bring ‘Zhiyin Hubei’ closer to Filipino travelers.”
The agreement also outlines initiatives such as destination promotion campaigns, travel product development, visual storytelling, and targeted engagement strategies aimed at making Hubei more accessible to the Philippine outbound market.
Opening new travel pathways
For Hubei Tourism, the collaboration represents an opportunity to tap into a growing Southeast Asian travel market, while for Philippine stakeholders, it expands the range of international destinations available to Filipino travelers seeking cultural, culinary, and nature-based experiences.
As the familiarization trip unfolds, both sides are banking on tourism not just as an economic driver, but as a platform for long-term cultural exchange: one that brings Wuhan’s urban energy and Shennongjia’s wilderness closer to Filipino travelers.
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